What Do Your Major Donors Actually Want From You?
When we surveyed one of our clients' top donors, three themes came through clearly. Whatever the size of the gift, major donors are looking for the same things: meaningful information about the work they support, genuine engagement with the people delivering it, and opportunities to connect with others who share their values. The bigger the gift, the more important it becomes to offer all three.
Information
Engagement
Networking
Donors we spoke to placed different emphasis on each of these and several were only interested in one or two, but it became clear that the larger the gift, the more likely that all three elements would need to be provided, or at least offered, to the donor.
So what does this look like in reality? Here are few thoughts on each to tick off with your charity in mind:
What information do major donors need from you?
Annual reports (with letter)
Newsletter (personalised cover)
Reports on specific donor-funded work (relating to their gift)
Case studies (relating to their area of interest)
Photos of work they have funded
Financial breakdown (of overall project work and specific project of interest)
Current funding needs
Project developments and plans
Business plan
Strategic plan
How do you engage major donors in a meaningful way?
Meeting senior staff/project staff/trustees/beneficiaries/tour of facilities
Opportunity to give advice/input on strategy and project development
Direct route to the CEO/Board
Volunteering opportunities
Corporate opportunities
Focus groups
What networking opportunities do major donors value?
Joining Appeal/Development Board/Corporate Committee
Invitation to fundraising events/receptions
Breakfast/Lunch with other donors/funders
How to plan your major donor stewardship year
Listing what you can offer donors under these headings, then planning which will be most appropriate for your best prospects and when, sets out your donor stewardship plan for the year. Make sure you track progress and coordinate the account management of donors and you will give yourself a much greater chance of success.
Need help planning your major donor stewardship?
Get in touch to discuss how we can help.